Expert Interview: How AWALL and Greenhow Are Redefining Value in Their Industries
Today we’re speaking with Steven Shulman, co-founder and CEO of AWALL. AWALL is the #1-rated affordable, high-quality MicroLED TV. By delivering Chip-on-Board (CoB) display systems starting at just $19,250, AWALL has brought a technology that once carried six-figure price tags within reach of homeowners, integrators, and commercial buyers alike. Their proprietary flip-chip technology makes these massive displays 45% lighter and 55% thinner than legacy alternatives, completely redefining luxury viewing.
At Greenhow, we’ve built our reputation by going up against national pest control chains and winning on expertise, service quality, and results. We compete on trust. So when we learned how AWALL dismantled the pricing structure of the display industry, publishing transparent pricing online while every major competitor still requires a multi-day quote process, we recognized the same playbook. We wanted to understand what it took to make a 135-inch MicroLED display a credible alternative to products priced at two to four times the cost, and what Steven has learned about earning the trust of buyers who assume a price gap that large means a compromise in quality.
Greenhow: Steven, your company has taken a similar approach in the MicroLED space as we have in pest control: winning buyers over through expertise, trust, and value rather than only brand recognition. When a buyer has never heard of AWALL, what compels them to purchase your MicroLED?
Steven: The starting point is always education. Most buyers come to us after pricing out a legacy brand and assuming that six figures is simply what MicroLED costs. Our mission is to show them what they’re actually paying for when they go that route, and what they’re not giving up when they choose AWALL.
Transparent pricing does a lot of the heavy lifting. When a buyer can see our pricing alongside a competitor’s quote without waiting three days for a sales call, the comparison makes the case on its own. From there, the InfoComm and CEDIA Best of Show awards give buyers who don’t want to become MicroLED experts a credible shortcut. When engineers and industry professionals evaluate the technology and rank it first, that carries more weight than anything we could say about ourselves.
Greenhow: We constantly fight the assumption that a bigger brand name means better results. You face the same dynamic in MicroLED. When a homeowner asks “what’s the catch,” what’s your answer?
Steven: The honest answer is that the price gap comes from business model differences, not technology differences. Legacy brands price through multiple dealer layers and carry the overhead of global brand marketing. We price at factory-level economics and pass that directly to the buyer.
The technology tells the same story. AWALL’s C-Series delivers 1,200 nits peak brightness and 15,000:1 native contrast. That native contrast figure matters because it reflects real-world performance, not a number measured at the microscopic pixel level under ideal lab conditions. When buyers compare those specs directly against what they’d get from a brand carrying a much larger price tag, the “catch” question answers itself.
Greenhow: We find that holding credentials like QualityPro accreditation and Green Shield certification gives us an immediate foundation of trust with homeowners who want validated expertise.You achieved a similar stamp of credibility by winning Best of Show at both InfoComm and CEDIA in 2025. For buyers who are still learning what MicroLED is, how has that third-party validation changed your sales conversation?
Steven: That parallel is right, because InfoComm and CEDIA represent that same level of rigorous, external vetting in our industry. InfoComm is the commercial AV world’s most demanding peer evaluation, and CEDIA is the equivalent for residential integration. Neither award is judged by marketers; they are evaluated by engineers and industry professionals based strictly on technical innovation, feature sets, and real-world performance. Sweeping both in the same year is incredibly rare.
What changed in the sales conversation is that skeptical buyers now have an institutional answer to their skepticism. Before the awards, we were asking buyers to take our word for it. Now, much like your certifications, we can point to independent authorities whose entire professional credibility depends on getting that evaluation right. For a first-time MicroLED buyer, that distinction matters enormously.
Greenhow: We serve both residential and commercial clients and have had to develop a feel for what each audience needs. AWALL does the same, with displays going into home theaters and corporate environments. How do you navigate marketing to two very different buyers without diluting either message?
Steven: The core value proposition doesn’t change between audiences: superior performance, transparent pricing, and technology that holds up under scrutiny. What changes is the proof point each buyer reaches for first.
A residential buyer wants to know how it looks in a dark room watching a film. A commercial buyer wants to know about uptime, serviceability, and whether it will hold up in a professional environment. The modular architecture addresses both. Because the screen is made of smaller, seamless panels, a single piece can be swapped out in minutes without needing a factory crew. That means zero downtime for a corporate lobby, and total peace of mind for a homeowner if a screen ever gets damaged.
Greenhow: Our readers are homeowners looking to improve their space and expect premium results from every investment they make. What should they know about MicroLED before they start shopping, and what tends to surprise first-time buyers?
Steven: The first thing to understand is what MicroLED actually is at the technology level. Each pixel produces its own light with no backlight and no substrates behind it. That is why the contrast is so spectacular; when a pixel is off, it produces true, absolute black, allowing us to achieve that massive native contrast in real-world room conditions. That is also why the display runs cooler and consumes significantly less power than traditional large-format screens. Those are structural advantages, not spec sheet claims.
What surprises most first-time buyers is the size. Homeowners who have lived with a 75-inch TV consistently underestimate how different a 102-inch or 135-inch MicroLED display feels in a real room. Advice for buyers is to size up before you price down. The experience gap between those two decisions is much larger than the price gap.